This is a company doing the right thing in these messy industry. They are growing and winning because they are playing by the rules and trying to do the right thing!
That being said, this sort of thing is sort of depressing. It's representative of the ho-hum dregs of innovation being offered up by most startups, at least in the Internet sphere. If I didn't know better, and I don't, I'd say the net is showing signs of being stuck in a holding pattern. Yuck.
All the interesting stuff seems to be in other areas: bio-medical, consumer devices, high-tech hobbyist stuff, and in the big ticket realm aerospace and transportation.